Way Too Cool: Selling Out Race and Ethics

Life, liberty, and the pursuit of cool have informed the American ethos since at least the 1970s. Whether we strive for it in politics or fashion, cool is big business for those who can sell it across a range of markets and media. Yet the concept wasn't always a popular commodity. Cool began as a potent aesthetic of post-World War II black culture, embodying a very specific, highly charged method of resistance to white supremacy and the globalized exploitation of capital.

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